Zagrebacka Banka has been the leading bank in Croatia for years, and as a member of UniCredit Group it is one of the most prominent banks in Central and Eastern Europe. In its new campaign, planned and produced by the agency Real Grupa, the bank has confirmed the status of an open and responsible bank whose priorities are understanding clients’ needs, as well as building relationships with them based on mutual trust. Key values for which Zagrebacka Banka is recognizable are the quality of products and services, innovation on a technological level and success in business results.
The campaign Živim danas (I Live Today) takes the example of seven passersby, who finish the sentence “I regret that I never…”, and follows their thoughts on fulfilling the unfulfilled desires, pointing out that missed opportunities of the past can actually create plans for the future. The tone of the campaign is positive, and inspired by the realistic expectations and wishes of the “ordinary” passersby who realize that with a positive attitude and thinking things can be achieved as imagined.
Real’s team in charge of the campaign included the director and creative director Maro Pitarević, account director Tino Pattiera and art director Matko Jovičin, along with marketing director of Zagrebacka Banka Vanja Vaniček and Iva Barbarić, Suzana Srpak and Vanja Šarac from the Department of Marketing of Zagrebacka Banka. Photographer of the campaign was Tomislav Može.
“Every campaign is created jointly and offers a complete solution, which is extremely important to us. Another creative campaign is the result of successful collaboration full of trust and partnership relations between the agency Real Grupa and Zagrebacka Banka. Our goal is that interesting campaigns of Zagrebacka Banka establish on the market an authentic, different and fresher direction of communication of banking services,” said Director of Marketing at Zagrebacka Banka, Vanja Vaniček
“In a flood of bizarre and forced quasi-creative campaigns for banks, it was a real pleasure for us to do something normal for normal people and to present ZaBa as someone who is trying to understand them and inspire them to Live Today,” said creative director Maro Pitarević.
